A management guide for Social Media


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Important strategic considerations when embarking on the use of social media for business

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A management guide for Social Media

  1. 1. C-­‐Suite:  It’s  Time  to  Step  Up     Sandi  Hester   Kathleen  Holland   Katherine  Magee   © January 2013 KMH Associates
  2. 2. Don’t  Be  An  Ostrich!  Execu6ves  have  a  cri6cal  strategic  role  to  play  in  guiding  social  media  across  their  organiza6ons   Do  you  know  why?    Do  you  know  how?   © January 2013 KMH Associates
  3. 3. Why  Social  Media?    Why  Now?   57%  of  businesses  plan   95%  of  the  top  100   to  increase  social   companies  use  TwiIer;   YouTube  has  490   23%  of  these  use  it  as  a   media  spending   million  unique  users   customer  service  pla_orm*   who  visit  every  month   Wikipedia   There  are  465+  million   LinkedIn  is  the  36th   authors  total   TwiIer  accounts   most  visited  website  in   over  91,000   the  world   contributors   Each  FaceBook  user   spends  on  average   Google+  has  more   15.5  hours  /  month  on   But…only  38%  of  CEO’s   than  25  million  users   the  site   label  social  media  as  a   high  priority  Source:    www.jeullas.com  and  *simplymeasured.com  2012   © January 2013 KMH Associates
  4. 4. Why  Social  Media?    Why  Now?   People  use  social  media  every  day  without  thinking  about  it.   Think  about  it!  It’s  6me  to  stop  relega6ng  a  cri6cal  business  lever  to  the  most   junior  people  in  the  company.  It’s  6me  to  step  up  and  provide  the  oversight  to  effec6vely  link   social  media  with  your  corporate  objec6ves.     © January 2013 KMH Associates
  5. 5. Eight  Things  to  Think  About  1.  Keep  your  eyes  on  the  prize  2.  RIP:  Silos  3.  Make  social  media  part  of  your  culture  4.  The  bigger  the  reward,  the  greater  the  risk  5.  The  power  is  shieing:  Your  corporate  reputa6on  is  in  the   hands  of  many  6.  Make  the  customer  your  Chief  Content  Officer  7.  The  Earth  loves  social  media  8.  What’s  old  is  new  again   © January 2013 KMH Associates
  6. 6. 1.  Keep  Your  Eyes  On  The  Prize!  What  are  your  corporate  mission  /  vision  /  values  and  objec6ves?  How  are  you  measuring  them?  How  does  social  media  impact,  enhance  or  detract  from  your  achievement  of  those  key  performance  indicators  (KPI’s)?   © January 2013 KMH Associates
  7. 7. 1.  Keep  Your  Eyes  On  The  Prize!   Corporate Mission/Vision/Value/Objectives Marke6ng   Research   Customer  Serv   HR   Objec6ves   Objec6ves   Objec6ves   Objec6ves   Marke6ng   Research   Customer  Serv   HR   Strategies   Strategies   Strategies   Strategies   Marke6ng   Research   Cust  Serv   HR   Implementa6on   Implementa6on   Implementa6on   Implementa6on   Tradi6onal   Social     Tradi6onal   Social   Tradi6onal   Social   Tradi6onal   Social   Ac6vity   Ac6vity   Ac6vity   Ac6vity   Ac6vity   Ac6vity   Ac6vity   Ac6vity   Tradi6onal   Social     Tradi6onal   Social     Tradi6onal   Social   Tradi6onal   Social   KPI   KPI   KPI   KPI   KPI   KPI   KPI   KPI   Insights   Results/   Insights   Results/   Insights   Results/   Insights   Results/  Note:  applicable  to  all  corporate  departments   Total Results/Insights © January 2013 KMH Associates
  8. 8. 2.  RIP:  Silos   Social  media  is  not  a  strategy,  and  it  does  not  belong  to  the   marke6ng  department  alone.      To  drive  meaningful  business   results,  social  media  must  be  integrated  across  the  whole   enterprise.   RIP RIP RIP RIP Marketing Human Research Customer Resources ServiceNote:  applicable  to  all  corporate  departments   © January 2013 KMH Associates
  9. 9. 2.  RIP:  Silos   Silos  inherently  create  inefficiencies,  inconsistencies  in  messaging  and  confusion   both  internally  and  externally.   Bring  together  senior  representa6ves  from  HR,  Legal,  IT,  Marke6ng,  Risk   Management,  PR,  Sales,  Customer  Service  and  any  other  affected  func6ons  to   ensure  consistency  and  clarity  around  your  messaging  and  alignment  to   corporate  goals.   Human Find your Marketing / Resources point of Sales social media optimization! Customer Legal ServiceNote:  applicable  to  all  corporate  departments   © January 2013 KMH Associates
  10. 10. 3.  Make  Social  Media  Part  Of  Your  Culture   Social  media  is  a  powerful  communicaUon  tool  that  should  be   embraced  across  the  organizaUon  External  Pla_orms  Corporate  Brand  Building.      Beyond  the  official  spokespeople,  employees  can  play  a  cri6cal  role  in  building  your  corporate  brand.    It  is  very  powerful  for  customers  to  hear  an  employee  endorse  where  (s)he  works  and/or  stand  behind  the  products  they  make.    This  helps  you  not  only  sell  more  product  but  also  aIract  great  talent.  Internal  Pla_orms  Employee  Engagement.      Social  media  enhances  internal  communica6on  objec6ves.    It  is  especially  powerful  if  the  employee  is  encouraged  to  comment  and  is  heard.  InnovaUon.    Social  media  enables  greater  innova6on  within  the  organiza6on  by  encouraging  ongoing  collabora6on  and  idea6on.   © January 2013 KMH Associates
  11. 11. 3.  Make  Social  Media  Part  Of  Your  Culture  Things  to  think  about:  1.     Policies  and  training.      A  social  media  policy  should  clearly  outline  the  “do’s  and  don’ts”  as  well  as  why  social  media  is  important  to  the  organiza6on  and  its  role  in  achieving  the  corporate  objec6ves.    Then  train,  train  and  retrain.  2.     An  internal  social  media  network.    Building  internal  tools  that  mimic  well-­‐known  external  tools  will  facilitate  the  social  communica6on  in  a  protected  and  confiden6al    environment.   Examples:       •     on  line  profiles  (think  LinkedIn)   •     blogs   •     chat  rooms  (by  topic  or  func6on)   •     recogni6on  boards  (think  Pinterest)   •     webinars   •     games     © January 2013 KMH Associates
  12. 12. 4. The Bigger The Reward, The Bigger The RiskSuccess  in  social  media  is  measured  by  greater  visibility  for  your  company  and  your  employees;  however,  as  the  number  of  “eyes”  on  your  organiza6on  increases,  so  does  your  need  to  manage  the  poten6al  risks  that  come  with  greater  transparency     EXPOSURE   REWARD   (Audience/Klout)   RISK   (Reputa6on/Security/Legal)   © January 2013 KMH Associates
  13. 13. 4.  MiUgaUng  PotenUal  Social  Media  Risk  Things  to  Think  About:  1.  Before  embarking  on  your  social  media  ini6a6ve,  perform  a  risk   assessment  &  iden6fy  controls  that  could  mi6gate  a  por6on  of  the  risk.  2.  Establish  clear  policies  that  dictate  what  can  and  cannot  be  shared.   Create  the  capability  to  capture  and  log  all  communica6ons  and  monitor   on  a  regular  basis.  3.  Make  sure  you  have  the  resources  (human,  financial  and  digital)  in  place   to  handle  the  social  media  aIen6on  4.  Implement  safeguards:  social  media  is  a  channel  unprotected  by  typical     informa6on  security  safeguards  5.  Have  a  plan  to    monitor  social  media  channels  on  an  ongoing  basis:  your   company  needs  to  stay  current  on  social  media  chaIer   © January 2013 KMH Associates
  14. 14. 5.  The  Power  Is  ShiZing!   Your corporate reputation is in the hands of many Balance of Power Balance of Power Less than 5 years Ago Today Employees  as     Corporate  CommunicaUons   Subject  MaIer   Employees  as    •   Carefully  craeed  messaging   Experts   Ambassadors  •   Selected  targets  and  media   Building  Their   own  Brand   Etc,  Etc,  Etc   Opinion   Suppliers   Your   Leaders   Brand   Customers   Networkers   Corporate   Corporate   Communica6ons   Communica6ons   Carefully  Craeed   Social  Conversa6ons   Messages   © January 2013 KMH Associates
  15. 15. 5.  The  Power  Is  ShiZing!  Social  media  facilitates  the  inclusion  of  all  stakeholders  in  forming  a  brand.  It  can  be  highly  beneficial  as  advocates  are  more  credible  than  corporate  spokespeople.      Be  Aware:  1.     Consistency.    This  means  “living  your  brand”  or  prac6cing  your  brand  values  when  dealing  with  all  stakeholders.    Trea6ng  a  supplier  unfairly  becomes  part  of  the  collec6ve  discussion  with  customers.  2.     Transparency.    People  expect  it.    Everything  you  do  is  up  for  discussion,  from  employment  prac6ces  to  material  sourcing  to  produc6on  methods.    Be  prepared  to  talk  about  all  aspects  of  your  business.  3.     Engagement.      Ensure  that  you  are  part  of  the  conversa6on  in  a  meaningful  way.    Don’t  let  your  brand  image  develop  by  default,  but  remember  –  be  social.   © January 2013 KMH Associates
  16. 16. 6.  Make  The  Customer  Your  Chief  Content  Officer   Customer  reten6on  and  aIrac6on  are  key  business  drivers.    Social   media  plays  a  role  both  in  reac6ng  to  any  poten6al  issues  and   proac6vely  engaging  customers,  ul6mately  crea6ng  brand  advocates.   Content  is  the  top  challenge  faced  by  social  media  experts  today.      Both   the  quality  (engaging)  and  quan6ty  (maintaining  an  editorial  schedule   in  perpetuity)  of  content  keeps  them  up  at  night.   To  tackle  this  challenge,  think  of  your  customer  as  your  Chief  Content   Officer.   Create  content  that  speaks  to  their  agenda  not  yours.    Seek  out   content  in  areas  where  they  have  interests  and  passions.    But…make   sure  you  know  how  it  links  to  your  objec6ves.   © January 2013 KMH Associates
  17. 17. 6.  Make  The  Customer  Your  Chief  Content  Officer   Consider  seung  your  objec6ves  from  the  customer’s  perspec6ve:   I  want  to  be  treated  with  respect   I  want  to  be  more  environmentally  conscious   I  want  “no  hassle”,  a  simple,  easy  buying  process   I  want  more  value   I  want…….   “Focus  on  how  to  be  social   not  on  how  to  do  social”   Jay  Baer,      Author  The  Now  Revolu6on   © January 2013 KMH Associates
  18. 18. 6.  Make  The  Customer  Your  Chief  Content  Officer  CriUcal  Success  Factors:  1.  Understand  your  target  market  –  their  passions  and  interests.  2.  Engage  experts  /  influencers  in  areas  of  interest  /  internal  thought  leaders.  3.  Leverage  content  across  mul6ple  pla_orms  &  communica6on  touch  points.  4.  Encourage  customer  par6cipa6on.    Ask  for  comments,  feedback,  ra6ngs,  etc.  5.  Make  it  shareable.  6.  Have  a  content  plan  that  includes  all  touch  points.  A  customer  interacts  with   a  company  through  many  touch  points.    It  is  cri6cal  to  ensure  consistent   messaging  AND  not  to  inadvertently  create  over  messaging.  7.  Have  a  rolling  content  plan  (know  what  you  need  for  the  next  6-­‐12  months).  8.  Monitor  &  Listen.    Ensure  you  are  using  effec6ve  social  media  monitoring   tools.    This  will  allow  you  to  not  only  respond  to  issues  but  also  to  learn  more   about  your  customer  base,  its  needs,  and  poten6al  content  topics.  9.  Write  the  unexpected.   © January 2013 KMH Associates
  19. 19. 7.  The  Earth              Social  Media  Social  media  supports  the  planet  in  numerous  ways:   •     Social  media  is  ALL  digital  (no  paper)   •     Companies  can  operate  and  sell  on  a  global  basis  with            reduced  travel  (lower  carbon  footprint)   •     Companies  and  employees  can  ac6vely  engage  local  and          global  communi6es  in  their  CSR  ini6a6ves  (increased          impact  for  CSR  ini6a6ves)   •     Companies  create  a  conduit  for  those  that  may  not          otherwise  be  heard  (ie.  whistle  blowers)   © January 2013 KMH Associates
  20. 20. 8.  What’s  Old  Is  New  Again  Social  media  has  entered  our  world  with  a  bang  -­‐  there  is  much  hoopla  about  it  changing  the  face  of  business.  It’s  complex,  it’s  dynamic,  it’s  highly  reac6ve,  it’s  decentralized  and  ROI  is  elusive.  It  is  oeen  not  underpinned  by  proven  best  prac6ce  business  principles  and  processes.  It’s  Ume  to  go  back  to  basics  and  ground  social  media  in  solid  strategic  processes  to  make  it  less  daun6ng,  elusive  and  more  connected  to  delivering  growth  and  profitability.   © January 2013 KMH Associates
  21. 21. 8.  What’s  Old  Is  New  Again   A  proven  disciplined  business  process  that  hasn’t  changed   1.  Insight/ 2. Vision / 3. Organizational 4. Effective 5. Measuring Foresight   Strategy / Plan   Development   Implementation Results KTailored  to  address  social  media  in  your  corporate  plan.      • What  are  your   • Integrate  social  media   • Properly  resource.   • Regularly  publish   •   Evaluate  results,   stakeholders  saying   into  your  corporate  &   engaging/relevant   gaining  insight   about  you  and  the   departmental  plans   • Build  into  your   content  that  inspires   into  what’s   compe66on?   with  purpose.   corporate  culture   connec6on  and   working,  not   sharing.   working  and  • What  are  they  talking   • Clearly  define  it’s  role   • Mi6gate  risk  with     where  to  focus   about  and  what  sites   &  success  measures.   corporate  policies,   • Listen  and  respond.   efforts  for  greatest   are  they  on?   best  prac6ces  and   return.   staff  training.   © January 2013 KMH Associates
  22. 22. There’s no magic bullet.Just as it takes time to deliver long term sustainable corporate growth, it takes time to build a solid social media reputation - internally and externally - which will result in long term profitable growth. KMH Associates can help organizations effectively integrate their social media practices into their corporate strategies and objectives. © January 2013 KMH Associates
  23. 23. Strategic  business  consultants  with  a  triple   boIom  line  approach.  The  KMH  team  helps  inspire  organiza6ons  to  develop  and   implement  sustainable  growth  plans  that  deliver  results.   www.kmhassociates.ca © January 2013 KMH Associates